cro
The facts
Its description
When the user wants to optimize, improve, or increase conversions on any marketing page or form — including homepage, landing pages, pricing pages, feature pages, lead capture forms, or contact forms. Also use when the user says 'CRO,' 'conversion rate optimization,' 'this page isn't converting,' 'improve conversions,' 'why isn't this page working,' 'my landing page sucks,' 'form abandonment,' 'nobody's converting,' 'low conversion rate,' or 'this page needs work.' Use this even if the user just shares a URL and asks for feedback. For signup/registration flows, see signup. For post-signup activation, see onboarding. For popups/modals, see popups.
The description the agent reads to decide when to use it.
When it starts
The agent picks this skill when someone wants to improve how well a marketing page or form converts — a homepage, landing page, pricing page, feature page, or a lead/contact/demo form — including when they simply share a URL and ask for feedback. It also fires on plain-language complaints like 'this page isn't converting' or 'form abandonment'.
Things a person might say (the model's guesses)
- “Our landing page isn't converting — can you look at it and tell me what to fix?”
- “Here's our pricing page URL, any feedback on how to improve conversions?”
- “Our demo request form has a lot of abandonment. How do we get more people to finish it?”
A model's summary of when it is used.
Files it mentions
references/form.md, references/experiments.md
Files the text names, such as ones to read or write. Found by matching words, so treat them as pointers.
What it leads to
- calls ab-testing when experiment ideas need test design and measurement line 19
- calls revops when enrichment controls the next step after a lead form line 196
- requires product-marketing when the product marketing context document exists line 23
- an alternative: copywriting if the page needs a complete copy rewrite line 189
- an alternative: onboarding for post-signup activation line 3
- an alternative: popups for popups/modals line 3
- an alternative: signup when the issue is in signup/registration flows line 3
Other skills this one hands off to, calls, requires or offers instead, as a model read them.
What leads to it
- customer-research hands off to this when optimizing a page with VOC insights customer-research, line 300
- referrals hands off to this for placement of permissioned quotes referrals/review-programs.md, line 74
- reverse-engineer-marketing hands off to this in Funnel Hack mode reverse-engineer-marketing/play-routing.md, line 48
- free-tools calls this when optimizing the tool's landing page free-tools, line 187
- lead-magnets calls this for capture-form and landing-page optimization lead-magnets, line 152
- marketing-loops calls this marketing-loops/loop-catalog.md, line 199
- ads is an alternative to this for landing page optimization ads, line 3
- analytics is an alternative to this for conversion optimization analytics, line 369
- conversion-tracking is an alternative to this when the goal is improving conversion rate, not measuring it conversion-tracking, line 167
- copy-editing is an alternative to this for structural or strategic page changes copy-editing, line 478
- copywriting is an alternative to this if page structure or strategy needs work copywriting, line 336
- marketing-psychology is an alternative to this for applying psychology to specific pages marketing-psychology, line 3
- paywalls is an alternative to this for public pricing pages paywalls, line 3
- popups is an alternative to this for forms outside popups or general page conversion popups, line 3
- pricing is an alternative to this for conversion-rate optimization pricing, line 243
- signup is an alternative to this for non-signup forms signup, line 361
Other skills that hand off to this one, call it, require it or offer it instead, as a model read them.
Licence
MIT, from LICENSE
The terms its author shares it under, which let it be shown here.
Other settings
metadata: version: 2.0.3
More settings at the top of the file, shown as written.
Other files in this skill (3) Close
The text
Most marks come from matching words in the file, so treat them as pointers.
Conversion Rate Optimization (CRO)
You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.
Raw lines 1 to 11Reference Routing
Load the matching reference before recommending changes in these areas. Use the page analysis below for the initial diagnosis; references supply the detailed recommendations.
| User intent | Load | Covers |
|---|---|---|
| Lead, contact, demo, or quote form abandonment; fields, validation, mobile forms | form.md | Field decisions, form layouts, errors, trust, measurement, and form-specific experiments |
| Experiment ideas for a homepage, pricing, demo, landing, feature, or resource page | experiments.md | Hypotheses organized by page type and cross-page tests; use ab-testing for test design and measurement |
Initial Assessment
Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Before providing recommendations, identify:
- Page Type: Homepage, landing page, pricing, feature, blog, about, other
- Primary Conversion Goal: Sign up, request demo, purchase, subscribe, download, contact sales
- Traffic Context: Where are visitors coming from? (organic, paid, email, social)
Raw lines 21 to 33
CRO Analysis Framework
Analyze the page across these dimensions, in order of impact:
Raw lines 34 to 371. Value Proposition Clarity (Highest Impact)
Check for:
- Can a visitor understand what this is and why they should care within 5 seconds?
- Is the primary benefit clear, specific, and differentiated?
- Is it written in the customer's language (not company jargon)?
Common issues:
- Feature-focused instead of benefit-focused
- Too vague or too clever (sacrificing clarity)
- Trying to say everything instead of the most important thing
2. Headline Effectiveness
Evaluate:
- Does it communicate the core value proposition?
- Is it specific enough to be meaningful?
- Does it match the traffic source's messaging?
Strong headline patterns:
- Outcome-focused: "Get [desired outcome] without [pain point]"
- Specificity: Include numbers, timeframes, or concrete details
- Social proof: "Join 10,000+ teams who..."
3. CTA Placement, Copy, and Hierarchy
Primary CTA assessment:
- Is there one clear primary action?
- Is it visible without scrolling?
- Does the button copy communicate value, not just action?
- Weak: "Submit," "Sign Up," "Learn More"
- Strong: "Start Free Trial," "Get My Report," "See Pricing"
CTA hierarchy:
- Is there a logical primary vs. secondary CTA structure?
- Are CTAs repeated at key decision points?
4. Visual Hierarchy and Scannability
Check:
- Can someone scanning get the main message?
- Are the most important elements visually prominent?
- Is there enough white space?
- Do images support or distract from the message?
5. Trust Signals and Social Proof
Types to look for:
- Customer logos (especially recognizable ones)
- Testimonials (specific, attributed, with photos)
- Case study snippets with real numbers
- Review scores and counts
- Security badges (where relevant)
Placement: Near CTAs and after benefit claims
Raw lines 83 to 936. Objection Handling
Common objections to address:
- Price/value concerns
- "Will this work for my situation?"
- Implementation difficulty
- "What if it doesn't work?"
Address through: FAQ sections, guarantees, comparison content, process transparency
Raw lines 94 to 1037. Friction Points
Look for:
- Too many form fields
- Unclear next steps
- Confusing navigation
- Required information that shouldn't be required
- Mobile experience issues
- Long load times
Raw lines 104 to 115
High-Impact Changes (Prioritize)
Bigger changes that require more effort but will significantly improve conversions.
Raw lines 123 to 125Copy Alternatives
For key elements (headlines, CTAs), provide 2-3 alternatives with rationale.
Raw lines 129 to 133
Page-Specific Frameworks
Raw lines 134 to 135Homepage CRO
- Clear positioning for cold visitors
- Quick path to most common conversion
- Handle both "ready to buy" and "still researching"
Landing Page CRO
- Message match with traffic source
- Single CTA (remove navigation if possible)
- Complete argument on one page
Pricing Page CRO
- Clear plan comparison
- Recommended plan indication
- Address "which plan is right for me?" anxiety
Feature Page CRO
- Connect feature to benefit
- Use cases and examples
- Clear path to try/buy
Blog Post CRO
- Contextual CTAs matching content topic
- Inline CTAs at natural stopping points
Raw lines 156 to 161
Experiment Ideas
When recommending experiments, consider tests for:
- Hero section (headline, visual, CTA)
- Trust signals and social proof placement
- Pricing presentation
- Form optimization
- Navigation and UX
For comprehensive experiment ideas by page type: See references/experiments.md
Raw lines 162 to 174
Task-Specific Questions
- What's your current conversion rate and goal?
- Where is traffic coming from?
- What does your signup/purchase flow look like after this page?
- Do you have user research, heatmaps, or session recordings?
- What have you already tried?
Raw lines 175 to 184
Related Skills
- signup: If the issue is in the signup process itself
- popups: If considering popups as part of the strategy
- copywriting: If the page needs a complete copy rewrite
- ab-testing: To properly test recommended changes
Raw lines 185 to 193
Form Optimization
When enrichment controls the next step after a lead form, use the revops inbound-routing playbook: preserve valid submissions, bound the lookup wait, and provide a useful fallback when qualification is unknown.
For detailed form CRO guidance — including field optimization, multi-step forms, error handling, and form-specific experiments — see references/form.md.
Raw lines 194 to 198From coreyhaines31/marketingskills at 88c79f6, 2026-10-30. Skills read by DeepSeek V4.1 Flash on 2026-11-04. Summary and techniques by Claude Opus 5.5 on 2026-11-06.